Gathering Information about Connections in a Social Networking Service

ABSTRACT

To enhance information about connections in a social networking service, embodiments of the invention enable users to reference nodes while posting content to a communication channel. To identify connections within content in the social networking service, users of the social networking service are provided an interface to post content items in communication channels of the social networking service. A trigger received in the interface indicates that a user wishes to identify a connection in the posted content item. Selectable links enable the user to mention another node in the social networking service when posting a content item. As users reference nodes in content items, information about the connections with the referenced nodes is gathered and stored in a database that is indexable and searchable in real-time.

BACKGROUND

The present invention relates generally to social networking servicesand more particularly to providing users, which may include entitiessuch as businesses, the ability to identify information aboutconnections, including interests and relationships, in a socialnetworking service.

Conventionally, users of social networking services establishrelationships or connections with other users. Information about theseusers and their relationships is often self-reported (e.g., informationabout the user's interests, activities, and the nature of theirrelationships with other users). Additional information about users andtheir relationships with other users also may be collected by the socialnetworking service, such as the number, frequency, and directionality ofinteractions between users and the various types of interactions whichmay occur between users, just to name a few. Information about users,their relationships, and interests is valuable, both to users of socialnetworking services (including advertisers who may wish to marketproducts using certain viral marketing campaigns that utilize thisinformation) and to administrators of the social networking servicewishing to develop a more personalized experience for their users.

While existing methods of aggregating information about users and theirrelationships in a social networking service provide useful data, userscannot be relied upon to document the full extent of their activities,interests, and nature of their relationships with other users of thesocial networking service. For example, a user may have one-way orreciprocal connections with different types of users, includingindividuals, products, brands, celebrities, retail stores, sport teams,community events, social causes, social movements, political campaigns,charities, etc. Users may also have interests in ideas and concepts thatextend in scope beyond the social network and the Internet, such as aninterest in “watching fireworks” or “Family Guy.” As a user becomesconnected with more and more people, concepts, and entities within andoutside of a social networking service over time, the user may developstronger connections with certain people, concepts, and/or entities thanwith others.

Tools are needed to establish and enhance connections in an abbreviatedand user-friendly manner. A user may wish to reference other people,concepts, and/or entities that exist on the social networking serviceand outside of the social networking service when posting content.Conventional social networking services lack a content upload anddelivery mechanism that enables users to easily refer to concepts andother users when posting content for the other users to view, while alsoaggregating information about the users, their relationships with otherusers, and the concepts that interest them.

SUMMARY

To enhance and gather information about users of a social networkingservice, their interests and relationships within the social networkingservice, the Internet, and in real life, embodiments of the inventionenable users of the social networking service to reference nodes in thesocial networking service when posting content to a communicationchannel. Nodes may represent users, entities, concepts, content items,groups, events, actions, and/or other objects on the social networkingservice and outside of the social networking service. The connectionsbetween nodes may also be described as “edges” in the social graph. Inone embodiment, when posting to a communication channel, a user mayselect a linked representation of a node on the social graph other thanthe node of the posting user. By choosing to include a linkedrepresentation of a node within a posted content item, a user canassociate the information in the content item to the node identified bya link. Based on the posted content item, the social networking serviceupdates information that it maintains (i.e. information that is stored)about the connection between the node of the posting user and the nodeidentified in the posted content item, thereby enhancing informationabout the relationship between the user and the identified node.“Maintaining” data means providing for the ability to access (readand/or write) data in the database. Data may be stored in a maintaineddatabase by any object having access to the database. In effect, thesocial networking service can map the unstructured data contained in aposted content item to the structured data of the social graph,including nodes and the established connections between the nodes.

Information about connections may be maintained in a database that isindexable and searchable. As users identify connections in content itemsposted to communication channels of the social networking service, themaintained information is updated in the database. As a result, data maybe aggregated to discover the contours and gradients of the informationabout relationships on the social networking service. In one embodiment,edge information is utilized in computing a user's affinity for othernodes on the social networking service.

In one embodiment, a user interface that enables users to post contentitems in one or more communication channels of the social networkingservice also includes an interface that allows the posting user toidentify relationships within the posted content item. For example, atrigger (e.g., a special character, symbol, or icon) received in theinterface may indicate that a user wishes to reference a node in theposted content item. Selectable links may be provided to enable the userto author a content item comprising a link to another node in the socialnetworking service. After sharing the content item comprising the linkto another node in the social networking service, information about theconnection between the posting user and the referenced node is updated.

In a further embodiment, a user may place the trigger and the linkwithin the content item to affect the distribution of the content itemvia particular communication channels. If the content item begins withthe trigger and the link, for example, the user posting the content itemmay intend the content item to be specifically delivered to thereferenced node. As a result, the content item may only be distributedas a direct communication to the referenced node.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a high-level conceptual diagram illustrating how a user mayprovide information about a connection with a referenced node, inaccordance with an embodiment of the invention.

FIG. 2 is a network diagram of a system for enhancing information aboutconnections between nodes on a social networking service, showing ablock diagram of the social networking service, in accordance with anembodiment of the invention.

FIG. 3 is an interaction diagram of a process for enhancing informationabout a connection between nodes on a social networking service, inaccordance with an embodiment of the invention.

FIG. 4 is a flowchart depicting a process for enhancing informationabout a connection between nodes on a social networking service, inaccordance with an embodiment of the invention.

FIGS. 5A-E are screenshots depicting progressive phases of an interfacefor enhancing information about connections between nodes on a socialnetworking service, in accordance with an embodiment of the invention.

The figures depict various embodiments of the present invention forpurposes of illustration only. One skilled in the art will readilyrecognize from the following discussion that alternative embodiments ofthe structures and methods illustrated herein may be employed withoutdeparting from the principles of the invention described herein.

DETAILED DESCRIPTION Overview

A social networking service offers its users the ability to communicateand interact with other users of the social networking service. In use,users join the social networking service and then add connections toother users, individuals and entities, to whom they desire to beconnected. As used herein, the term “friend” refers to any other user towhom a user has formed a connection, association, or relationship viathe website. The term “user” refers to individuals and entities (such asbusiness, products, bands, causes, etc.) that may exist or berepresented in a social networking environment. Connections may be addedexplicitly by a user, for example, the user selecting a particular otheruser to be a friend, or automatically created by the social networkingservice based on common characteristics of the users (e.g., users whoare alumni of the same educational institution). Connections in socialnetworking services are usually in both directions, but need not be. Forexample, if Bob and Joe are both users and connected to each other onthe social networking service, Bob and Joe, both users, are also eachother's friends. If, on the other hand, Bob wishes to connect to Sam toview Sam's posted content items, a one-way connection is also possible.The connection between users may be a direct connection; however, someembodiments of a social networking service allow the connection to beindirect via one or more levels of connections. Also, the term friendneed not require that users actually be friends in real life, (whichwould generally be the case when one of the users is a business or otherentity); it simply implies a connection in the social networkingservice.

In addition to interactions with other users, the social networkingservice provides users with the ability to take actions on various typesof items supported by the website. These items may include groups ornetworks (where “networks” here refer not to physical communicationnetworks, but rather social networks of people, entities, and concepts)to which users of the social networking service may belong, events orcalendar entries in which a user might be interested, computer-basedapplications that a user may use via the social networking service,transactions that allow users to buy or sell items via the service, andinteractions with advertisements that a user may perform on or off thesocial networking service. These are just a few examples of the itemsupon which a user may act on a social networking service, and manyothers are possible. Though many of the embodiments/examples providedbelow are directed to a social networking service, the inventiondescribed herein is not limited to a social networking service, but caninclude other environments involving social networking services, socialcontent, or other types of websites.

User generated content on a social networking service enhances the userexperience of the social networking service. “Content” may include anytype of media content, such as status updates or other textual messages,location information, photos, videos, and links. Content may also beposted by an authorized third-party application to a user's“communication channel,” such as a newsfeed or stream. Content “items”represent single pieces of content that are represented as objects inthe social networking service. In this way, users of a social networkingservice are encouraged to communicate with each other by “posting”content items of various types of media through various communicationchannels. Using communication channels, users of a social networkingservice increase their interaction with each other and engage with thesocial networking service on a more frequent basis. Communicationchannels may comprise one or more different information deliverymethods, comprising a stream, a feed, a wall post, an emailcommunication, a comment on a posted content item, a mobile application,a note, a third-party application, a text message, a third-partywebsite, an advertising communication channel, a discussion board, orany other communication channel that exists or is associated with thesocial networking service. Communication channels are discussed furtherin U.S. patent application Ser. No. 12/253,149, filed on Oct. 16, 2008,which hereby incorporated by reference in its entirety.

As content items are posted to various communication channels, comments,discussions, and conversations between users emerge. For example, a usermay post the status update, “Going to lunch with Tom.” Comments fromconnections who view the posted status update may ask, “Tom who?” or“Can I come?” Conventional social networking services fail to enableusers to specifically identify and link a node to a posted content item.In response, a needless conversation attempting to identify thereferenced “Tom” may ensue. The fact that the user mentioned “Tom” in arecent status update, a fact that may indicate a stronger connection toTom, is also not recorded in conventional social networking services.

In one embodiment, a social networking service enables a user toidentify, reference, or otherwise mention another node while posting acontent item to the social networking service. “Nodes” on a social graphin a social networking service may represent objects on the socialnetworking service, such as actual users and other entities within thesocial networking service that have profile information. These types ofentities may post content to communication channels within the socialnetworking service. For example, a user and the user's friends in thesocial networking service are included in this category of nodes. Thesenodes have “identities” because they represent actual users and entitieswith profile information. Entities such as products or brands (e.g.,Coke™), celebrities, retail stores, and sports teams, may also haveidentities because an actual entity is identified and claimed in thesocial networking service. Other types of nodes, such as applications,transactions, digital content, events, groups, and concepts, may alsohave “identities” because those nodes may be controlled by a specificuser or entity.

Nodes may also represent concepts that extend beyond the socialnetworking service that exist on the Internet and/or in the real world,and outside of the social networking service. This category of nodes maynot be able to post content to communication channels in the socialnetworking service because no single user or entity may control theconcept. For example, the concept of “surfing” is not owned orcontrolled by a single user or entity. Thus, a node may exist on thesocial networking service so that “surfing” may be referenced in aposted content item, even though “surfing” does not actually exist as anentity or a user on the social networking service. Therefore, thesenodes may be described as having no “identity” on the social networkingservice. In one embodiment, identity-less referenced nodes may link toan external website. In another embodiment, an identity-less referencednode may link to search results for the identity-less referenced node onthe social networking service.

Nodes may exist on the Internet as web pages and as concepts outside ofthe social networking service. For example, a node called “Cowboys” mayrefer to a sports team, a website about country-western apparel, or theabstract concept of actual cowboys. In one embodiment, a referenced nodemay provide a link to the external webpage it represents.

Connections, or edges, between nodes on a social graph comprise both therelationships and the interests of the nodes. On a social networkingservice, connections may be represented by objects. Thus, as usedherein, information about connections are stored as the objectsrepresenting the connections. Connections, therefore, may be “enhanced”based on interactions between the connected nodes, in one embodiment, byupdating the maintained information about the connections stored as anobject in a database. The maintained information may, in someembodiments, be an affinity score, or a numerical value representing thestrength of connection between the two nodes. As described herein, aconnection or edge may be used interchangeably with an affinity score.Thus, more information about connections may be gathered by the socialnetworking service.

Connections or edges may also be created or enhanced based on a user'sinterest or reference to a concept, such as “surfing,” that does notactually exist as an entity or a user on the social networking service.Edges, represented by objects, may be created to represent a user'sinterest in such concepts. These edges may be strengthened based on howfrequent a user references such concepts, in one embodiment.

Indirect connections may also be implied by the social networkingservice based on the user's affinities and interests and the user'sconnections to other nodes. For example, a user may be stronglyconnected to a first node that is also strongly connected to a secondnode. The user may not be connected to the second node on the socialnetworking service, but it is possible that the connection does notexist because the user and the second node have “found” each other onthe social networking service yet. Therefore, in one embodiment, theseindirect connections may be included in the pool of a user's connectionsand may help “build” the user's social graph.

A “trigger,” such as a special character or symbol, may be used whileinputting text to indicate that the user desires to identify anothernode. Selectable links to nodes are then provided to the user responsiveto the trigger. These selectable links may also be called candidatenodes because they comprise the nodes which the user may wish toreference. In one embodiment, the provided nodes are narrowed responsiveto additional input from the user. Thus, a user may quickly and easilyreference one or more nodes while posting a content item to the socialnetworking service.

Returning to the example above, a user may now post the status update,“Going to lunch with @Tom.” In this example, the ‘@’ symbol is thetrigger, while “Tom” is the node being referenced. As soon as thetrigger is entered, a drop down list with selectable links to nodesconnected to the user is displayed in one embodiment. In anotherembodiment, the drop down list with selectable links may also includenodes within the social networking service that the user is not directlyconnected to, but is likely to be interested in based on the user'sexisting connections and affinities. For example, the user may not bedirectly connected to Tom, but may be a friend of a friend. Or, asanother example, a celebrity such as “Tom Cruise” may not be a directconnection, but may be a suggested node because of a professed interestin a movie which stars Tom Cruise.

In one embodiment, the drop down list may adaptively respond to inputtedtext. This means that the drop down list filters the selectable linksaccording to the inputted text after the trigger. Said another way, thedrop down list adaptively identifies candidate nodes, or objects, thatcorrespond to corresponding selectable links. Thus, after the firstletter “T” is inputted, the selectable links that appear in the dropdown list will include at least the letter “T” in lowercase oruppercase. As the user inputs text, the selectable links displayed inthe drop down list will contain a word that matches the string ofinputted text. The string of inputted text, therefore, is an identifierof a node with a corresponding selectable link. In this way, the dropdown list adaptively responds to inputted text by adaptively identifyingpotential nodes to be referenced.

Thus, if the user is connected to three different users named “Tom,” thelist will display those three nodes. However, more nodes may also bedisplayed, for example, if the user is connected to nodes with namesmatching the string of inputted text, “Tom.” Thus, if the user is partof the group “Tom & Jerry is awesome,” planning to attend the event“Vote for Tom Arnold in 2012!,” and a fan of “The Adventures of TomSawyer,” then those nodes may also appear in the drop down list. Theuser then selects the link corresponding to the desired node. In oneembodiment, a link to the matching node that the user most recentlyinteracted with appears at the top of the drop down list. In anotherembodiment, a link to the matching node with the highest affinity isdisplayed at the top of the drop down list. In yet another embodiment,the display order of the selectable links first comprises users, thenentities, and concepts. Various combinations of these methods may beused.

In this example, a user posting the status update “Going to lunch with@Tom” may select a link to a user named “Tom.” A graphicalrepresentation of the relationship appears after the user selects thedesired link. In some embodiments, a username would appear within thegraphical representation. In one embodiment, a thumbnail, profilepicture, or other visual object associated with the user appears in thegraphical representation. In another embodiment, only the text inputtedby the user would appear in the graphical representation.

By enabling the use of the trigger to identify and reference other nodeson the social networking service, information about connections betweennodes that are referenced can be gathered on a continual basis. In theexample described above, several pieces of information about the user'srelationship with Tom is revealed in the status update, including thetime of the update, the entities involved, and the action taking place(the posting of a status update).

As depicted in FIG. 1, a high-level conceptual diagram of one embodimentof the invention, a social networking service 100 may comprise a usernode 102, a referenced node 106, and a connection 104 between the twonodes. In FIG. 1, the user node 102 authors a content item 112 forposting to communication channels 116. Communication channels 116 maycomprise one or more different information delivery methods, comprisinga stream, a feed, a wall post, an email communication, a comment on aposted content item, a mobile application, a note, a third-partyapplication, a text message, a third-party website, an advertisingcommunication channel, a discussion board, or any other communicationchannel that exists or is associated with the social networking service.An advertising communication channel may comprise, in one embodiment,the content of the advertisement. A discussion board may reside on manydifferent types of objects, such as an event, a group, a fan page, and aphoto album, just to name a few.

Content item 112 comprises a link 108 to a referenced node 106. In oneembodiment, the link 108 to the referenced node 106 is triggered, orenabled, when a user inputs a special character, symbol, or icon whileposting the content item 112. In this embodiment, when the user inputsthe “trigger,” this action indicates that the user desires to identify anode in the content item 112, the referenced node 106. Information aboutthe connection 104 is maintained and updated in the connectioninformation store 114. In one embodiment, the connection informationstore 114 is a database. After content item 112 is posted 110 to thecommunication channels 116, information about the connection 104 betweenthe user node 102 and the referenced node 106 is enhanced by updatingthe maintained information. After information about the connection 104has been updated in the connection information store 114, a pointer(reference) to the content item 112 is also stored in the connectioninformation store 114.

The referenced node 106 may represent any type of node on the socialnetworking service 100 with which users can interact and engage. In oneembodiment, a pre-existing relationship with the referenced node 106 isoptional. In that case, the user creates a connection 104 by mentioningthe referenced node 106 within a content item 112. Thus for example, ifa user was not a ‘fan’ of Coke, meaning that the user did not have arelationship, interaction or connection with the node representing Coke,an entity on the social networking service 100, but mentioned “Coke” ina status update, a connection with the node representing “Coke” would beautomatically generated by the social networking service 100, accordingto one embodiment. In one embodiment, when a user refers to a node withwhich they have no previous relationship, interaction or connection, theuser will be prompted by the social networking service to form a formaland/or express connection with that node (e.g. by becoming a “fan” ofCoke).

The referenced node 106 may also receive a notification, via variouscommunication channels, that the user mentioned the referenced node 106in the posted content item 112. Thus, the referenced “Tom” in theprevious example, in which the user posted the status update “Going tolunch with @Tom” may receive, in one embodiment, a notification such as“Blake mention you in his status.” Notifications about actions taken byusers greatly enhance the interaction that occurs between users, thusfurther enhancing information about the connections on the socialnetworking service.

System Architecture

FIG. 2 is a high level block diagram illustrating a system environmentsuitable for operation of a social networking service 100. The systemenvironment comprises one or more user devices 210, one or more externalwebsites 212, a social networking service 100, and a network 222. Inalternative configurations, different and/or additional modules can beincluded in the system.

The user devices 210 comprise one or more computing devices that canreceive user input and can transmit and receive data via the network222. For example, the user devices 210 may be desktop computers, laptopcomputers, smart phones, personal digital assistants (PDAs), or anyother device including computing functionality and data communicationcapabilities. The user devices 210 are configured to communicate vianetwork 222, which may comprise any combination of local area and/orwide area networks, using both wired and wireless communication systems.

FIG. 2 also illustrates a block diagram of the social networking service100. The social networking service 100 includes a web server 226, an adserver 224, a user profile store 214, a connection information store114, an entity store 220, an application data store 230, a transactionstore 234, a content store 218, an event store 228, a group store 232,and a concept store 236. In other embodiments, the social networkingservice 100 may include additional, fewer, or different modules forvarious applications. Conventional components such as networkinterfaces, security mechanisms, load balancers, failover servers,management and network operations consoles, and the like are not shownso as to not obscure the details of the system.

The social networking service 100 comprises a computing system thatallows users to communicate or otherwise interact with each other andaccess content as described herein. The social networking service 100stores user profiles that describe the users of a social networkingservice, including biographic, demographic, and other types ofdescriptive information, such as work experience, educational history,hobbies or preferences, location, and the like. The social networkingservice 100 further stores data describing one or more connectionsbetween different users in the connection information store 114. Thisconnection information identifies users who have similar or common workexperiences, group memberships, hobbies, or educational histories.Additionally, the social networking service 100 includes user-definedconnections between different users, allowing users to specify theirrelationships with other users. For example, these user definedconnections allows users to generate relationships with other users thatparallel the users' real-life relationships, such as friends,co-workers, partners, and so forth. Users may select from predefinedtypes of relationships, or define their own relationship types asneeded.

A user (or other type of node) may have a particular affinity, which maybe represented by an affinity score, for another node on a socialnetworking service. In this context, an affinity score indicates thestrength of correlation or interest between a user and another node inthe social networking service. Affinity scores for a user's connectionsare stored in the user profile object for that user in the user profilestore 214. Information about connections stored in the connectioninformation store 114 may be used in computing the affinity scorebetween users, or nodes, of the social networking service. In oneembodiment, this connection information comprises an affinity score. Asindicated above, a node may be a user, entity, concept, or any otherobject with which a user may engage and interact on a social networkingservice. Methods for determining affinities between users of a socialnetworking service are described further in U.S. application Ser. No.11/503,093, filed Aug. 11, 2006, entitled “Displaying Content Based onMeasured User Affinity in a Social Network Environment,” herebyincorporated by reference in its entirety.

In addition to basic information regarding the connection, theconnection information store 114 stores other information about theconnection. As described in FIG. 1, a user posting a content item with alink that references another node in the social networking service 100adds more information about the connection—that the user is currentlyinterested in the referenced node. Unlike a former co-worker that a userbarely interacts with, the connection with the referenced node isstronger because it was recently and explicitly mentioned by the user.Other actions on the social networking service 100 may increase theinformation about a user's connection with a node, such as recentlyviewing the profile of the node and recently interacting with objectsposted by the node, such as the node's posted events, photos, statusupdates, etc. In one embodiment, this connection information comprisesan affinity score as described above. Additionally, because theinformation about the connection is stored as an object within theconnection information store 114, the connection information isindexable and can be searched in real-time.

Because connection information is indexable and searchable, otherapplications and third-party applications, in one embodiment, mayutilize the connection information to gauge connections on the socialnetworking service in real-time. This type of information is valuable toall users of the social networking service 100, particularlyadvertisers, who wish to get a pulse on what concepts and entities arecurrently being discussed on the social networking service 100. In oneembodiment, a user may customize the search of the connectioninformation store 114 to refine search results, such as targetingspecific types of connections, specifying a timeframe to searchconnection information, and adding keywords in addition to theconnection information.

The information about connections between nodes on the social networkingservice 100 is constantly in flux. As users interact with each other andobjects posted by other users of the social networking service 100,information about connections with the other users is enhanced.Similarly, as users interact with other nodes on the social networkingservice 100, those interactions enhance the information about theconnections with those nodes.

Because information may be time-sensitive, some information aboutconnections stored in the connection information store 114 will decreasein value as a function of a time-based decay factor, in one embodiment.A time-based decay factor may comprise a numerical factor that, whileweighting the updated information stored in the connection informationstore 114, decreases over time. In one embodiment, the time-based decayfactor reduces to zero after a specified time period. As a result, someof the updated information may only “enhance” the information about aconnection over a short period of time. A social networking service mayselectively determine what information is time-sensitive and whatinformation is not.

In one embodiment, information about a connection between a user and anode in the social networking service may not exist in the connectioninformation store 114. For example, users can become fans of entities onthe social networking service, such as Coke. Becoming a fan of an entitycreates a connection between the user and the entity. In one embodiment,if a user posts a content item mentioning “Coke,” a connection iscreated between the user and the node representing the entity “Coke.”This means that an object in the connection information store 114 isgenerated to describe information about the newly-formed connectionbetween the user and the node representing the entity “Coke.” A user mayutilize this technique to generate a connection with any type of node inthe social networking service 100, such as an event, a content item, agroup, a user, application, etc., in one embodiment. As a result, thestructure of the connection information store 114 enables users to buildout the social graph simply by mentioning the concept in a postedcontent item, in one embodiment.

The social networking service 100 maintains data in a database about anumber of different types of objects with which a user may interact onthe social networking service 100, including concepts, content items,entities, events, applications, groups, and transactions. To this end,each of the user profile store 214, the connection information store114, the concept store 216, the content store 218, the entity store 220,the event store 228, the application data store 230, the group store232, and the transaction store 234 stores a data structure in a databaseto manage the data for each instance of the corresponding type of objectmaintained by the website 100. The data structures comprise informationfields that are suitable for the corresponding type of object. (Forexample, the event store 228 contains data structures that include thetime and location for an event, whereas the user profile store 214contains data structures with fields suitable for describing a user'sprofile.) When a new object of a particular type is created, the website100 initializes a new data structure of the corresponding type, assignsa unique object identifier to it, and begins to add data to the objectas needed. This might occur, for example, when a user uploads a newcontent item, wherein the social networking service 100 would generate anew instance of a content item in the content store 218, assign a uniqueidentifier to the event, and begin to populate the fields of the eventwith information provided by the user and, subsequently as the contentitem is posted, by users interacting with the content item.

An ad server 224 generates and delivers advertisements to user devices210. In one embodiment, an ad server 224 may access the connectioninformation store 114 to take advantage of the information aboutconnections between nodes on the social networking service 100. Ananalysis of the connection information may help advertisers developbetter marketing campaigns through more selective targeting techniquesutilizing the connection information. Targeting advertisements arefurther described in a related application, U.S. application Ser. No.12/195,321, filed Aug. 20, 2008, entitled “Targeting Advertisements in aSocial Network Environment,” hereby incorporated by reference in itsentirety.

The web server 226 links the social networking service 100 via thenetwork 222 to one or more user devices 210; the web server 226 servesweb pages, as well as other web-related content, such as Java, Flash,XML, and so forth. The web server 226 may include a mail server or othermessaging functionality for receiving and routing messages between thesocial networking service 100 and the user devices 210. The messages canbe instant messages, queued messages (e.g., email), text and SMSmessages, or any other suitable messaging technique. In anotherembodiment, the social networking service is implemented on anapplication running on a user device 210 that accesses information fromthe social networking service using APIs or other communicationmechanisms.

Enhancing Information about Connections Between Nodes on a SocialNetworking Service

In FIG. 3, an interaction diagram shows the data flow within the systemarchitecture, in one embodiment. A connection information store 114maintains 300 information about a plurality of connections for eachnode. As mentioned above, the user profile store 214 maintains 308profiles for users, the profiles associated with affinities forconnections.

A user device 210 requests 302 a web page from a web server 226. The webserver 226 sends 304 a web page with an interface in which the user canupload content. The interface may comprise any content upload mechanismon a social networking service, such as a text field for inputting astatus update, a text field for commenting on a posted content item, acaption for a digital media content item, a communication channel forposting an external link to a stream, an advertisement to be posted to acommunication channel, discussion board posts in groups and events, acomment box operating on an external website that is linked to a posteditem in a communication channel, etc. Further, in one embodiment, theinterface is a visual interface that receives any type of user inputfrom the user device 210. In another embodiment, a user device 210 mayrequest and receive data using an API, such as in a mobile device.

The user device 210 then inputs 306 a trigger and posts content. In oneembodiment, the input is the ASCII character ‘@’ (as illustrated inFIGS. 5A-E). The trigger may be inputted at any time while a user isposting content. For example, inputting “@Andy is cool” and “Going tolunch with @Tom” as a status update will constitute inputting a trigger,regardless of the location of the ‘@’ symbol. Other triggers may beimplemented, including audio, visual, and tactile triggers, as inputinto the interface.

The web server 226 then requests 310 the plurality of connections forthe user matching the inputted content from the connection informationstore 114. In one embodiment, the request is performed as the userinputs text after the trigger. The connection information store 114provides 312 matching connections to the web server 226. Theseconnections comprise the user's connections in the social networkingservice 100 that match the inputted content after the trigger. Theinputted content may match any part of the connections' names, in oneembodiment. In another embodiment, the inputted content may match anykeyword associated with the connections. A user may also reference anode with which they have no prior connection.

In one embodiment, if nothing is inputted after the trigger, theconnection information store 114 selects connections randomly. Inanother embodiment, if nothing is inputted after the trigger, theconnection information store 114 selects the last recently selectedconnections as matching connections. In a further embodiment, the fulltext of the content inputted immediately following the trigger ismatched to the information about the user's connections maintained inthe connection information store 114. If there is no match in the user'sconnections, a search of all nodes existing on the social networkingservice is performed. In one embodiment, a node is generated where thereis no match for the full text of the content inputted immediatelyfollowing the trigger. In another embodiment, the user may enter a linkto a newly-generated node.

The web server 226 then updates 314 the interface to provide selectablelinks to matching connections. Updating 314 the interface comprisesrendering, in one embodiment, a drop down menu comprising selectablelinks representing the matching connections. Matching connections areselectable links to referenced nodes in the social networking service100. A matching connection describes the relationship with the user andanother node in the social networking service 100. A link to thematching connection may, in one embodiment, be a hyperlink to the webpage of, or associated with, the referenced node. Returning to aprevious example, the inputted content “@Andy” would render a drop downmenu with selectable links representing other nodes that the user isconnected to on the social networking service. In one embodiment, thematching connections rendered in the drop down menu are a subset of allthe matching connections found.

A user device 210 may then select 316 a link from the provided links.Receiving the selection of the link, the web server 226 renders 318 agraphical representation of the link within the interface. The webserver then updates 320 the interface with the rendered graphicalrepresentation of the link. In one embodiment, the rendered graphicalrepresentation of the selected link comprises a non-editable atomic iconlabeled with text corresponding to the trigger and the inputted contentfollowing the trigger. In the previous example, “@Andy” would appear onthe rendered graphical representation of the link. In anotherembodiment, the rendered graphical representation of the selected linkcomprises a photo of the referenced node. In one embodiment, therendered graphical representation of the selected link may comprise thefull name, or username, of the referenced node. In yet anotherembodiment, a shortened name, or shorthand description of the referencednode, may be implemented.

After the graphical representation of the selected link is renderedwithin the interface, the user may continue to upload content. The userthen shares 322 the content item comprising the rendered selected linkto a communication channel. In the embodiment depicted in FIG. 3, a webserver 226 receives the posted content item from the user device 210,yet in other embodiments, an API may send and receive data, includingposted content, from the social networking service 100. In FIG. 3, theweb server 226 then updates 324 the maintained information about theconnection corresponding to the selected link in the connectioninformation store 114. The updated information in the connectioninformation store 114 is available in real-time, in one embodiment.

The affinity for the particular connection referenced by the userassociated with the user's profile stored in the user profile store 214is then updated 326 by the connection information store 114. In oneembodiment, this updating occurs in real-time, yet in other embodiments,the update occurs periodically. Updating the affinity with theinformation about the connection stored in the connection informationstore 114 enables the social networking service to provide contouring tothe connection between the user and the referenced node, even if thestrength of the connection is lop-sided. For example, a user may be adie-hard fan of Michael Jackson, mentioning “@MJ” regularly in postedcontent items. Michael Jackson, on the other hand, may not have the samestrength of connection, even though a connection with the user exists.Thus, the contours of the social graph of a particular node may bediscovered using embodiments of the invention described herein.

Providing Access to Enhanced Information about Connections in a SocialNetworking Service

FIG. 4 depicts a flowchart illustrating how access to enhancedinformation about connections in a social networking service isprovided. Particular steps in the flowchart may, in other embodiments,be repeated and/or performed out of order. In one embodiment, nodes andconnections between the nodes in a social graph that represent users andconnections in the social networking service are maintained 402.Information about one or more of the connections is also maintained 404.An interface is provided 406 for posting content items in one or morecommunication channels. A posted content item including a linkidentifying a node of the social graph is received 408 via theinterface. The maintained information about the connection between thenode of the posting user and the node identified in the posted contentitem is then updated 410. Finally, access to the updated maintainedinformation is provided 412 for use by other processes within the socialnetworking service. In some embodiments, processes and applicationsconnected to but outside the social networking service may also accessthe maintained information.

FIGS. 5A-E illustrate screenshots of an interface in which a user mayreference another node in the social networking service in oneembodiment. In particular, FIGS. 5A-E are screenshots depictingprogressive phases of the interface for enhancing information aboutconnections between nodes on a social networking service, in accordancewith an embodiment of the invention. As shown in FIGS. 5A-E, aninterface 502 comprises an input field 504 in which content may beentered. Button 506 enables the user to post the content item. FIG. 5Billustrates a drop down list 508 that appears after text is inputtedafter the trigger, in this case the ‘@’ symbol.

FIG. 5B also illustrates various matching connections 510, 512, 514, and516 that appear in the drop down list 508. Each of the matchingconnections 510, 512, 514, and 516 are a selectable link to thereferenced node. Note that the text “Tom” after the trigger in the inputfield 504 is matched to the matching connections 510, 512, 514, and 516.In one embodiment, matching connection 514 is displayed because “Tom” ismapped, or associated, with the referenced node “Thomas Hanks,” makingit a matching connection 514.

FIG. 5C illustrates one embodiment of the interface 502 in which ashortened description is used in the referenced node 518. In FIG. 5C,the referenced node 518 is labeled “@Tom” and is represented by anon-editable atomic icon, as described above. In FIG. 5D, anotherembodiment of the interface 502 illustrates the full name of theselected referenced node 520, “Tom Jones.” The referenced nodes 518 and520 may be deleted by the user, but the text within the atomic icon maynot be edited.

FIG. 5E illustrates that more content may be inputted in the input field504 after the referenced node 520. Thus, the status update “Having lunchwith @Tom Jones at the Ivy.” may read as a full sentence once the userdecides to post the status update by selecting the “Share” button 506.Once posted, the content item will be distributed via the variouscommunication channels of the social networking service, and themaintained information about the connection between the user and “TomJones” will be enhanced as described above.

The input method described in one embodiment above, involving inputtinga trigger with content, may be implemented as a user interface inmultiple contexts, such as a text field in a web browser, a mobile API,and external websites in communication with the social networkingservice. To make this user interface extend to multiple contexts, afeature of web browsers called “contentEditable” may be employed. Thisattribute can be given to any HTML Element and will allow the contentsof that element to be modified by users, as if it were a normal textarea. This functionality provides additional benefits, such as includingmarkup in the box in which the user is typing. This functionality, inaddition to JavaScript functionality, may be used to display thenon-editable atomic icons of the referenced nodes 518 and 520 after theyare inserted, as illustrated in FIGS. 5C-E. These icons may be removedcompletely, of course, by the user from within the user interface.

The “active query” in which the user inputs text and adaptively receivesresults for connections may be implemented using two separate JavaScriptAPIs. One API is the Range API available in Mozilla and Webkit basedbrowsers, and the other is the TextRange API provided by InternetExplorer. Using browser-provided methods, the interface determines whattext the user is typing in order to filter the user's connections. Whenthe user finds a matching connection, they are able to select it, thusinserting the referenced node into the contentEditable “box.” Beforeposting the content item to the server, the content is structured suchthat a server side script can parse out the information needed todistribute the posted content item via particular communication channelsand enhance the maintained information about the connections, asdescribed above.

Access to information about connections on the social networking serviceenables the social networking service to encourage more interaction onthe social networking service. Various mechanisms and processes mayutilize the information stored in the connection information store 114.For example, a content item may be produced by the social networkingservice and posted to one or more communication channels to indicatethat a user referenced another node in the social networking service,such as “Blake mentioned Tom in his status update.” In one embodiment, anode (user, entity, or concept) may be notified, via variouscommunication channels, that he or she was mentioned by another node. Inone embodiment, the adjustment to connection information is determinedby analyzing the content item for negative or positive connotations. Forexample, a photo caption that reads “I hate @Working” might negativelyimpact the information about the connection with the referenced node,Working (e.g., where an node has been established in the socialnetworking service for the concept of “Working”).

As mentioned above, a user may post a content item from an externalwebsite and also reference another node in the content item. Forexample, a comment box operating on an external website may be linked toa communication channel to enable the user to share a news story, in oneembodiment. The user posting the news story may reference a concept suchas “working,” represented as a node on the social networking service,using the method described above. In another embodiment, an externalwebsite may comprise a comment box that is linked to a content item thatis already posted, but enables users of the social networking service topost additional comments on the content item. In this case, the userposting additional comments may also reference nodes on the socialnetwork. In one embodiment, a user may communicate the posted contentitem with another node on the social networking service from the commentbox on the external website by placing the trigger and link at thebeginning of the content. The referenced node may then receive theposted content item as a direct communication, as described above.

In some embodiments, the placement of the trigger and link in thecontent item may affect the distribution of the content item throughparticular communication channels. In one embodiment, if the contentitem begins with the trigger and the link, the user posting the contentitem may be directing the content item specifically to the referencednode. As a result, the content item may only be distributed as a wallpost on the referenced node's wall, for example. In other embodiments,direct distributions of the content item may result in an e-mail in thereferenced node's inbox, as a message in a chat box, a notification in aweb browser, or even a SMS message on a mobile device.

If the content item comprises a trigger and the link within the body ofthe content item, then the content item's message is more about thereferenced node and not intended as a direct message to the referencednode, in one embodiment. Thus, a direct communication may not beappropriate in some embodiments, leaving the content item to bedistributed using normal communication channels. However, in oneembodiment, a node may be configured to receive a communication eachtime that it is referenced by another node.

In some embodiments, the phrasing of the story produced by the socialnetworking service and published via a communication channel mayfluctuate according to the placement of the trigger and link within theposted content item. As an example, a stream, one of many communicationchannels on a social networking service, may report a posted contentitem comprising a referenced node to other nodes in the socialnetworking service as an action, such as “Bob mentioned @Tom in aphoto.” This type of reporting may only occur based on the placement ofthe trigger and link within the posted content item, as described above,or based on the settings of the referenced node. In another embodiment,an advertisement published via a communication channel may alsoimplement these distribution schemes based on the placement of thetrigger and link within the ad.

Advertisers may also take advantage of the data stored in the connectioninformation store 114. For example, a retail clothing advertiser maywish to market a specific line of clothing to users who have a stronginterest in the San Francisco Giants. Instead of using conventionaltargeting criteria, such as location, demographics, and whether theusers have expressed an interest in baseball, the advertiser may insteadquery the connection information store 114 for connections with a SanFrancisco Giants fan page, other fan pages for specific baseball playersplaying for the San Francisco Giants, as well as real-time queries forusers who have recently attended a Giants game. Because the problem ofmultiple nodes describing the same entity (e.g. SF Giants, San FranciscoGiants, and The Giants may all refer to the same sports team entity) issolved by the method described above, advertisers may confidentlyutilize the connection information store 114 in its targeting criteria.

In addition, advertisers may pay a premium or participate in an auctionto be placed at the top of the search results for the matchingconnections after the trigger is inputted by a user as described above.For example, a user may enter a status update with “Go @Giants!” Anadvertiser of Giants clothing and merchandise may pay a premium orparticipate in an auction to have a link to their fan page appear higherin the matching connections search results. In this way, advertisers maypay to be “mentioned” more by particular audiences based on demographicsand other targeting criteria.

The benefits of these embodiments of the invention are numerous becauseconnections between nodes on a social networking service are providedwith structure so that content may be mapped onto the structure. Insteadof extracting structure from content after it has been uploaded, usersmay directly access and influence connection information at any timewhile uploading content to the social networking service in real-time.

SUMMARY

The foregoing description of the embodiments of the invention has beenpresented for the purpose of illustration; it is not intended to beexhaustive or to limit the invention to the precise forms disclosed.Persons skilled in the relevant art can appreciate that manymodifications and variations are possible in light of the abovedisclosure.

Some portions of this description describe the embodiments of theinvention in terms of algorithms and symbolic representations ofoperations on information. These algorithmic descriptions andrepresentations are commonly used by those skilled in the dataprocessing arts to convey the substance of their work effectively toothers skilled in the art. These operations, while describedfunctionally, computationally, or logically, are understood to beimplemented by computer programs or equivalent electrical circuits,microcode, or the like. Furthermore, it has also proven convenient attimes, to refer to these arrangements of operations as modules, withoutloss of generality. The described operations and their associatedmodules may be embodied in software, firmware, hardware, or anycombinations thereof.

Any of the steps, operations, or processes described herein may beperformed or implemented with one or more hardware or software modules,alone or in combination with other devices. In one embodiment, asoftware module is implemented with a computer program productcomprising a computer-readable medium containing computer program code,which can be executed by a computer processor for performing any or allof the steps, operations, or processes described.

Embodiments of the invention may also relate to an apparatus forperforming the operations herein. This apparatus may be speciallyconstructed for the required purposes, and/or it may comprise ageneral-purpose computing device selectively activated or reconfiguredby a computer program stored in the computer. Such a computer programmay be stored in a tangible computer readable storage medium or any typeof media suitable for storing electronic instructions, and coupled to acomputer system bus. Furthermore, any computing systems referred to inthe specification may include a single processor or may be architecturesemploying multiple processor designs for increased computing capability.

Embodiments of the invention may also relate to a computer data signalembodied in a carrier wave, where the computer data signal includes anyembodiment of a computer program product or other data combinationdescribed herein. The computer data signal is a product that ispresented in a tangible medium or carrier wave and modulated orotherwise encoded in the carrier wave, which is tangible, andtransmitted according to any suitable transmission method.

Finally, the language used in the specification has been principallyselected for readability and instructional purposes, and it may not havebeen selected to delineate or circumscribe the inventive subject matter.It is therefore intended that the scope of the invention be limited notby this detailed description, but rather by any claims that issue on anapplication based hereon. Accordingly, the disclosure of the embodimentsof the invention is intended to be illustrative, but not limiting, ofthe scope of the invention, which is set forth in the following claims.

1. A method for gathering information about connections in a socialnetworking service, the method comprising: maintaining in a database aplurality of nodes of a social graph, where at least some of the nodesrepresent users of the social networking service; maintaining in adatabase a plurality of connections in the social graph, where eachconnection represents a connection between two or more nodes in thesocial graph; maintaining in a database information about one or more ofthe connections; providing an interface for users of the socialnetworking service to post content items in one or more communicationchannels of the social networking service; receiving via the interface aposted content item from a user of the social networking service, theposted content item including a link referencing a node of the socialgraph other than a node of the posting user; and storing in a databaseinformation about the connection between the node of the posting userand the node referenced in the posted content item, wherein the storedinformation is based at least in part on the posted content item.
 2. Themethod of claim 1, wherein the information about the plurality ofconnections comprises affinity scores.
 3. The method of claim 2, furthercomprising: decreasing the affinity score of the connection with thereferenced node as a function of a time-based decay factor.
 4. Themethod of claim 2, wherein the stored information modifies the affinityscore.
 5. The method of claim 1, wherein the maintained connectionscomprise direct and indirect connections.
 6. The method of claim 1,wherein the stored information influences an affinity with thereferenced node.
 7. The method of claim 1, wherein the connectionbetween the user and the node did not previously exist, furthercomprising: generating a connection between the user and the node in themaintained database of the plurality of connections in the social graph;and generating information about the connection in the maintaineddatabase of information about the one or more connections, the generatedinformation comprising the updated information.
 8. The method of claim1, wherein the interface posts content items to the communicationchannel comprising a stream.
 9. The method of claim 1, wherein theinterface posts content items to the communication channel comprising awall post.
 10. The method of claim 1, wherein the interface postscontent items to the communication channel comprising a comment on aposted content item.
 11. The method of claim 1, wherein the interfaceposts content items to the communication channel comprising a mobileapplication.
 12. The method of claim 1, wherein the interface postscontent items to the communication channel comprising a notification.13. The method of claim 1, wherein the interface posts content items tothe communication channel comprising a mobile SMS message.
 14. Themethod of claim 1, wherein the interface posts content items to thecommunication channel comprising a third-party website.
 15. The methodof claim 1, wherein the interface posts content items to thecommunication channel comprising an advertising communication channel.16. The method of claim 1, wherein the referenced node is mapped by thesocial networking service from several nodes on the social networkingservice.
 17. A method of posting content that identifies connectionsbetween nodes in a social networking service, the method comprising:displaying an interface for a user of the social networking service topost content items in one or more communication channels of the socialnetworking service; in response to receiving a user input comprising atrigger, displaying in the interface a list of selectable nodes;receiving a selection of a node from the list of selectable nodes; anddisplaying in the interface a link to the selected node.
 18. The methodof claim 17, wherein the list of selectable nodes comprises connectionsfrom a social graph of connected nodes, the connections identifyingnodes of the social networking service connected to the user in thesocial graph.
 19. The method of claim 17, wherein the link is displayedwith a trigger in a rendered graphical representation of the link withinthe interface.
 20. The method of claim 19, wherein the renderedgraphical representation comprises a photo of the selected node.
 21. Themethod of claim 17, wherein the link comprises a shorthand descriptionof the node.
 22. The method of claim 17, wherein the link comprises thefull name of the selected node.
 23. The method of claim 17, wherein thelist of selectable connections comprise direct and indirect connections.24. The method of claim 1, wherein the plurality of nodes representusers of the social networking service.
 25. The method of claim 1,wherein the referenced node comprises an entity.
 26. The method of claim1, wherein the referenced node comprises a concept.
 27. A method ofidentifying a node in a social networking service, the methodcomprising: maintaining information in a database about connected nodes,the information comprising data about the nodes and connections betweenthe nodes; receiving posted content from a user of the social networkingservice, the posted content comprising a trigger and an identifierimmediately following the trigger; identifying candidate nodes from theconnected nodes in the social networking service, wherein the candidatenodes are identified by matching the identifier to the informationmaintained about the candidate nodes; providing selectable linkscorresponding to the candidate nodes; receiving a selection of a link,the selected link identifying a selected node from the candidate nodes;storing the maintained information in the database about the selectednode and the connection with the user, wherein the stored information isbased at least in part on the posted content.
 28. The method of claim27, wherein the stored information influences an affinity of the userwith the selected node.
 29. The method of claim 27, wherein theconnection between the user and the selected node did not previouslyexists, further comprising: generating a connection between the user andthe selected node in the database of maintained information about theconnected nodes; generating information about the connection in thedatabase of maintained information about the connected nodes, thegenerated information comprising the stored information.
 30. The methodof claim 27, further comprising: distributing the posted content to theselected node through a particular communication channel based onplacement of the trigger and the identifier within the posted content.31. A system for gathering information about connections in a socialnetworking service, comprising: a node data store configured to maintaina plurality of nodes of a social graph, where at least some of the nodesrepresent users of the social networking service; a connection datastore configured to maintain a plurality of connections in the socialgraph, each connection representing a connection between two or morenodes in the social graph, the connection data store further configuredto maintain information about one or more of the connections; a serverconfigured to provide an interface for users of the social networkingservice to post content items in one or more communication channels ofthe social networking service, to receive via the interface a postedcontent item from a user of the social networking service, the postedcontent item including a link referencing a node of the social graphother than a node of the posting user, and to store in a databaseinformation about the connection between the node of the posting userand the node referenced in the posted content item, wherein the storedinformation is based at least in part on the posted content item.